Small Business Resources: New Ways Businesses are Using Pinterest to Drive Traffic and Create Brand Awareness

September 25, 2013

Lately I've been seeing more and more news about the power of Pinterest to drive sales and boost brand awareness. There's no doubt that Pinterest has become a key tool in the social media marketer's toolbox. With over 70 million registered users and a growing audience in Europe, there's wonderful opportunities to harness Pinterest to raise brand awareness and increase the potential for sales.

According to recent research, 21% of Pinterest users go to the store to buy an item they liked or pinned, and nearly a quarter of socially-generated online sales these days comes from Pinterest. I didn't expect numbers this high! From a quick review of my own Google Analytics, the largest driver of traffic to my site from social sources is Pinterest - double the amount from Twitter and five times the number of visitors from Facebook.

Well-known companies are also becoming savvier about how they promote their brands on Pinterest. For example, J. Crew recently used the site to share sneak peeks of new items in their Fall collection. Many companies also aim to not overload their Pinterest boards with only pins of their own products. Rather, they create boards sharing other images that are inspiring and in line with their aesthetic and brand identity. Two such examples are West Elm's  "Dream House of the Day" board and Poppin's color board. Etsy has "guest pinners" that create their own boards with products from the marketplace. Pinterest is impacting offline marketing as well. Nordstrom places tags with the Pinterest logo on products in-store to identify them as popular on Pinterest.

Just as "Pin It to Win It" competitions are becoming more prevalent in the marketplace, Pinterest announced last week that it has begun experimenting with Promoted Pins.

With Pinterest's continued growth, should small business owners spend less time focusing on Twitter and Facebook for social promotion and instead turn their attention to building a Pinterest audience to promote their brands? What strategies are you using to promote your brand on Pinterest?


Looking to learn more about using Pinterest for small business? Check out my tips here.

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